Sometimes, online marketing campaigns are dazzling, magnificent in scope and incredibly complicated. Thankfully, there are also great gains to be made by getting back to basics and ensuring best practices are followed across your site and web presence.

A company website is a living, breathing representation of the brand on the web. Over a site’s lifetime, content is added and taken away. Copy changes. Pages may be redirected. Landing pages come and go. Menus and navigation change.

Each of these changes over the site’s life (hopefully) served its purpose and helped the site become more productive for the company and helpful for customers. However, it can also leave the site disjointed, riddled with errors, and underperforming.

Ongoing Site Audits Point to Opportunities

Brands need to step back often and perform a full site audit, either in-house or with the help of an agency. Optimization is an ongoing process and it’s critical to understand where your opportunities lie at any given time. Sometimes, seemingly insignificant changes to bring your site in line with best practices can produce surprising results.

Recently, the TopRank Online Marketing team had an opportunity to increase traffic to a consultation-booking page and improve conversion on a client website. This particular client operates a large service-oriented business in the healthcare industry; increased discovery and conversion by prospective patients was a major lead generation goal for their website.

It is a fact that sites will lose a percentage of converting visitors with each additional field in a form. This is increasingly relevant as consumers search and browse on mobile devices, where filling in forms may be more cumbersome than it was with a QWERTY keyboard. Though companies may be tempted to gather as much information as possible, only that which is necessary to contact the customer or otherwise take action on the lead should be included in the form.

In this case, our client’s goal was to increase targeted, qualified leads. Their existing page offered prospects a free consultation and contained seven form fields.

In the new version, the number of form fields are reduced by just one, to six. This is accomplished by combining the first and last name fields to one for “Name.” This one small change shortens the length of the form, while still allowing the client to collect the same amount of pertinent information.

In addition, the client implemented on-site optimization best practices, including a more descriptive title tag and rewritten meta description, to attract and engage the right type of traffic in search engine results pages.

Page and Form Optimization = 101% Increase in Pageviews, Conversion Improves by 8%

The TopRank team ran the optimized version of this lead generation page against the existing version for a period of one month in an A/B test and observed:

• An increase in pageviews by 101%
• Conversion increased 8%

The combined effect of additional targeted traffic and uptick in the percent of those visitors who opted in to the program resulted in a substantial improvement in qualified leads for the client.

Often, it is these small improvements, founded in a great understanding of the customer journey, that yield the most significant results.

If you’d like to improve the quantity and quality of traffic to your site, while improving your lead generation program, contact TopRank Online Marketing today to get started.

Top image courtesy of Shutterstock.

Company Background:
Leather Bound is an online and in store retailer of leather motorcycle apparel and accessories. Leather Bound Online has been engaged with TopRank since 2010, with the objective of increasing traffic and online sales via their website, leatherboundonline.com.

Current Situation:
Leather Bound Online retained TopRank Online Marketing to strategize and implement a Search Engine Optimization and Content Marketing program which tactics include:

• Content Marketing
• Content Optimization
• Link Building
• Conversion Optimization

With TopRank’s help, the site rapidly gained traction and traffic rose steadily.  In 2012 (the third year of Leather Bound’s SEO program) the site has averaged 30% year over year gains.

Online Marketing Program Results:
In addition to an increase in web traffic, Leather Bound also noted an increase in foot traffic due to TopRank’s SEO and content creation efforts.  Leather Bound reports many new, local customers are finding their store via search engines.  In fact:

• Customers are visiting the store from up to two hours away.
• Increased in-store traffic can be attributed to increased online visibility for local searches.
• Since the start of 2012, nearly 30% of visits to the site can be attributed to Northeast Region (New Jersey, New York, Pennsylvania, Delaware, Massachusetts and Maryland), close to Leather Bound store.

Recommendation to Increase Traffic to Online and Retail Location

In order to further capitalize on local visitors to the New Jersey location, TopRank made the following recommendations:

• Set up Google+ Local listing and ensure listing is complete and optimized for priority terms
• Incorporate blog and resource content which appeals to local audience such as local events and recommendations.
• Add geo-specific keywords to keyword glossary and create specific pages for specific geographic targets.
• Add incentives for online visitors to also visit in store through the use of couponing, etc.

The impact of a strategic and well executed online marketing program can extend beyond stated objectives. Although it is important for your online marketing team to remain focused on top objectives which are most important to your program, you should always be exploring new opportunities to grow your business.

TopRank Online Marketing makes it our mission to deliver the results that we promise to our clients.  SEO agencies, corporate marketers and PR firms around the world use PRWeb as an essential tool in their mix of SEO and online marketing tactics.  As a testament to our expertise and longstanding relationship, PRWeb has chosen to work with TopRank Online Marketing to be it’s SEO agency.   We would also like to take this opportunity to share what has made the TopRank Online Marketing and  PRWeb’s SEO, Social Media and Content Marketing program successful.

PRWeb

Company Background
PRWeb is a leading provider of online press release distribution services.  The company strives to provide a robust tool at an affordable price for organizations of any size, enabling them to increase online visibility in news and regular search engines like Google as well as attract new customers.

How it Works
PRWeb thrives on creating a simple and efficient means of distributing your company announcements on major news sites and search engines on the Internet.  The graphic below shares a sampling of just a few of the online news sources that PRWeb will interact with on your behalf.

Photo provided by www.PRWeb.com

History with TopRank Online Marketing
PRWeb began working with TopRank Online Marketing over 4 years ago.  Our program has consisted of a combination of SEO, Content Marketing, and Social Media.  Some of the program details include:

Customer Goals

• Increase traffic to PRWeb.com and Service.prweb.com
• Improve visibility of press releases through targeted optimization
• Identify new content creation opportunities

How TopRank Online Marketing Helped PRWeb Increase Traffic to Multiple Destinations

• SEO Services: An aggressive SEO Implementation program aimed at improving overall search performance of PRWeb websites to attract public relations, marketing professionals and small business customers
• Blogging: The teams have developed concepts based on search trends and customer pain points to provide a cohesive content marketing strategy.
• Content Marketing Optimization: TopRank worked with PRWeb to identify keywords that resonated with their target audience.  A multi pronged approach was leveraged to develop new optimized content while also repurposing existing content to better align with customer needs

What Were Our Results?

We have found that by implementing a cohesive program based both on search engine visibility and unique content we are able to drive traffic and build awareness.  The improvement of quality traffic has ultimately led to an increase in customers for PRWeb.

Not sure if working with a company like TopRank is a fit for your organization?  Please take some time to review the statements below:

• I would like to better engage my current and potential customers.
• I know that I need to execute a meaningful content strategy but am not sure where to begin.
• I am currently executing an online strategy but my results are not aligned with my efforts.
• I simply don’t have time to formulate and execute an online marketing strategy.
• Ultimately, I would like to acquire and retain more customers.

If you believe that any of the statements above reflect your current situation and you too would like to get in front of more customers by executing a cohesive, engaging, customer centric marketing strategy please do not hesitate to contact us today.

Online marketing programs are oftentimes designed to focus squarely at the top of the sales funnel, in other words, to bring traffic directly to a client’s virtual front door.  But the best programs expand this focus deeper into the funnel, and concentrate just as much on compelling those already at the front door to come in and buy.  In the Search Engine Optimization (SEO) and conversion optimization case study below, staffing software provider eEmpACT experiences the benefits of a marketing program dedicated to boosting results throughout the sales funnel.

Situation

Minnesota-based eEmpACT offers a staffing software solution with integrating front office functions such as resume management and back office functions such as payroll, to recruiters and staffing professionals.

As with any company that competes for B2B prospects, the number of sales eEmpACT realizes will always be smaller than the number of prospects it generates.  As such, ensuring both a brimming-over and easily navigated sales funnel is absolutely critical.

To meet its sales goals, at least 40 inquiries must pour into the top of eEmpACT’s sales funnel each month. This means that the eEmpACT name must resonate in the minds of prospects when they begin searching for terms including ‘staffing software’ and ‘front office staffing software.’  Further, it means that once searchers land on the eEmpACT site, there are as few barriers as possible between arrival and inquiry.

Solution

TopRank® Online Marketing began its program with eEmpACT by conducting a thorough keyword and competitive analysis. Perhaps the most striking discovery was that nearly every competitor in the staffing software industry was speaking to prospects and customers in the same way, using many of the same key words and offering virtually identical features.

To help the eEmpACT website stand out and attract prospects, TopRank developed an SEO copywriting strategy whereby onsite content was written in first person, from the viewpoint of the staffing software itself. When taken as a whole, the new ‘front office staffing software’ and ‘back office staffing software’ web sections make the case for why eEmpACT should be ‘hired’ to help fill the prospect’s staffing service needs.

Attracting visitors to the eEmpACT website, however, was only half the challenge.  After these prospects arrived, they had to convert into an inquiry.  TopRank developed a two-fold conversion optimization solution: offer a compelling piece of content and promote it in the right location on the website.

TopRank and eEmpACT worked together to select value-added promotional material detailing a new SaaS software offering, a unique and highly desirable differentiator in the staffing software industry.

To pinpoint a location for where this content could achieve maximum results, TopRank analyzed site overlay data available from over 12 months of analytics history.  Once an ideal location was determined, TopRank developed a visually striking call to action button. This button was built to offer a concise benefit statement and display coloring that would stand out from the website’s existing scheme.

Results

Since publication of newly developed optimized copy, and implementation of conversion optimization recommendations, the eEmpACT website has achieved:

• Consistent page one ranking for targeted staffing software related terms
• Consistent top 4 natural organic ranking for staffing software
• Year over year organic search traffic lift of nearly 30%
• Online inquiry goals for more than six months

Of course, more important than KPIs such as ranking, traffic or inquiries – are closed sales.  And since implementation of SEO copywriting and conversion optimization recommendations, eEmpACT can track several new closed sales directly back to the organic search traffic TopRank has helped to capture and convert.  And with KPIs remaining strong, these trends are expected to continue.

Situation

Chief Manufacturing has over 30 years of experience designing state-of-the-art mount and rack solutions for the technology industry and made significant investments in improving their online presence to deliver more value to current and potential customers. Armed with an improved website, Chief sought outside expertise to provide consulting on search engine optimization for improved search visibility, increased qualified website traffic and sales. While Chief Manufacturing marketing staff possess some SEO expertise, TopRank provides up to date keyword, content, link building and conversion optimization consulting on an ongoing basis, freeing the Chief marketing team to focus on other offline and digital marketing programs.

Solution

Chief Manufacturing initially engaged TopRank® Online Marketing in 2007 for a Search Engine Optimization program that has moved from SEO audit to an ongoing program that continues to improve search marketing performance. A key year over year objective for Chief Manufacturing is to increase website traffic from search engines with corresponding metrics such as improved visibility on keyword queries that reflect customer interest and intent.

Over time, a variety of factors can arise that stand in the way between a website and its target audience ranging from updated search engine ranking methodology as was the case with Google Caffeine, to past content falling out of date. On a proactive basis, the TopRank Marketing team has worked with Chief Manufacturing marketing staff to address any SEO issues with SEO technical assessments and a keyword glossary audit.

Major web design or content changes can have a disastrous effect on search engine visibility and TopRank provides SEO advice during such changes to mitigate any negative effects. As with all SEO clients, TopRank Marketing also works with the Chief Manufacturing marketing team on a monthly promotional plan to ensure the creation and promotion of new and compelling content designed to attract a steady stream of customers.

Results

Since 2007, TopRank® Online Marketing has helped Chief Manufacturing achieve double-digit percentage increases in key performance indicators each year. For example, some of the improvements in 2010 over 2009 include:

• 53% more inbound links
• 22% more top 10 keyword rankings
• 25% greater search engine brand awareness
• 12% increase in organic search engine traffic

Most importantly, Chief Manufacturing now dominates the competition on a wide range of keyword queries in their industry. In fact, Chief has anywhere from 2-16 times more search engine visibility than any of their competitors for priority keyword terms that they are targeting.  Top search engine placements keep Chief Manufacturing top of mind for prospective customers that are looking for “flat panel mounts” and related products resulting in more inquiries and sales.

In the blog marketing and content creation case study below, learn how the TopRank team leveraged this philosophy in the design and creation of a blog for audience response system provider IML. By keeping a bullseye-like focus on prospect and customer needs, TopRank has helped IML create an online resource that exists for the primary purpose of supporting overall business objectives.

Situation

When organizations look for help in hosting a silent auction or executing a unique fundraising idea, what they are truly looking for is a way to organize everything from bids to donations. The challenge experienced by IML was that its primary target knew the solution they needed, but did not know the product by name.

IML engaged with TopRank® Online Marketing on an online and blog marketing program dedicated to creating benefit-oriented, needs based content to attract its diverse customer base.

Solution

Blog content created by TopRank and IML would have a far greater goal than simply achieving higher rankings for product-oriented phrases such as “silent auction technology” and “silent auction management software.” TopRank worked with IML to develop content that spoke beyond product needs, centered on solution-based umbrella phrases including “how to run a silent auction” and “unique fundraising ideas.”

Together, TopRank and IML built a home for this content with the design and launch of the Purple Carpet Event Blog.

Results

In the year since TopRank worked with IML to develop and launch a blog optimized for solution-oriented phrases, the Purple Carpet Event blog has consistently generated traffic for solution-based phrases such as “unique fundraising ideas.”

Additionally, the Purple Carpet Event blog has helped generate:

• Page one rankings for targeted keyword phrases
• Targeted referring traffic to the IML corporate website
• Prospect inquiries via a moderated comments section

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

Today’s 24-hour news cycle means, more than ever before, journalists and bloggers turn to search engines and social media to quickly find stories and sources.  Despite this, many media placement and article syndication companies guard content behind lengthy log-in processes.  The five minutes it takes a journalist to log-in is, oftentimes, five minutes spent finding a more convenient source.

One company that has evolved to meet the needs of its prospect and client base is NewsUSA.  The social media and Twitter case study below details how TopRank® Online Marketing is helping NewsUSA meet business objectives by freeing up and expanding the availability of media content into channels frequented by customers and prospects.

Situation:

For more than 20 years, NewsUSA has helped its clients achieve brand visibility via copyright-free syndicated content. Much like its competition, NewsUSA entered 2009 with a requirement that users, from print journalists to bloggers, log-in to its article syndication section in order to access and publish this copyright-free content.

NewsUSA engaged TopRank® Online Marketing to develop an online marketing strategy that would move beyond simply improving website traffic, but would help increase news reach and visibility for its clients’ content.

Solution:

As a market evolves, so do opportunities for companies to differentiate themselves from the competition. In embracing the rise of social media, NewsUSA grabbed such an opportunity by launching its Twitter feed in September 2009 (as just one element of a larger mix of social channels to promote content). Each week, a list of followers consisting of both print and online journalists would be the first to discover the availability of the latest copyright-free content.

NewsUSA Tweets are written to be social media friendly, pulling more visitors to NewsUSA articles. Content promoted through this Twitter feed is also available without logging in, to all readers, removing the log-in barrier still in play by most competitors of NewsUSA. This ease of use helps encourage news placements while clearly differentiating NewsUSA in the marketplace.

Results:

Since launching its Twitter feed as part of their mix in September 2009, NewsUSA has seen consistent increases in digital story reach and online influence.

Additionally, since its launch the NewsUSA Twitter feed has:

• Driven more than 1,000 visitors per month to the NewsUSA website
• Accounted for double-digit percentage increases in content views
• Grown its following to more than 3,000 bloggers, media and web influencers

“A new media environment necessitates a new and flexible media strategy for a company like NewsUSA. The social media strategy implemented by TopRank® Online Marketing has helped transform how we are seen by our prospects, and is paying remarkable and rapid dividends for our clients.” – Richard Rothstein, Executive Vice President of Sales and Marketing, NewsUSA

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

Below, find how two of the five tips offered by Singer have helped boost everything from search engine rankings to social media exposure for TopRank Clients.

• Leverage formulas which work for others
  ’16 Must-Read B2B Marketing Strategy Ebooks’ by Marketo

Smashing Magazine has made page one of Digg hundreds of times using the headline formula ‘number + adjective + sticky message.’  Of course, this formula only works if the headline directs to content that is equally compelling to the audience.

With Marketo, a leading marketing automation software provider, TopRank provides consultation and helps create blog content that activates a passionate community of well connected and influential B2B marketers.  Tying the successful formula above to content proven to resonate with this audience helped this post achieve 500+ inbound links, a significant number of Tweets and a #4 Google ranking for  ‘marketing strategy ebooks,’ since its publication in December of 2009.

• Headlines should be outrageous, engaging, emotional, useful, counter-intuitive or remarkable – not to the world, but to your community
  ‘Microsoft Dynamics XRM: The Holiday Gift That Keeps on Giving,’ by InterDyn BMI

Not every product or service is designed to have broad appeal.  In cases where more niche markets are being targeted, the key is to find that fine line between broad appeal and bullseye need.

InterDyn BMI, a leading Microsoft Dynamics solution partner, concepted a post in December of 2009 that would connect two seemingly unrelated entities: Microsoft Dynamics XRM, a business software application, and holiday gift giving.

With a compelling headline tying it all together, this post achieved three times greater traffic than any other individual post in December, accounting for nearly 10% of total blog traffic for the month.  This post was also submitted and published to top online industry publications including CRM Software Blog and Microsoft Dynamics Community.

Stay up to date with success stories like these, and the latest news and announcements from TopRank® Online Marketing, by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

For more information on how a social media strategy can help improve your online marketing efforts, download the TopRank Social Media Guide.

Despite being an ever-expanding and constantly evolving industry, finding and securing a job in public relations (PR) remains a challenging endeavor. This fact was not lost on the Public Relations Society of America (PRSA).  As a service to public relations professionals, the PRSA enhanced the usability of its Jobcenter. Of course, before PR professionals could use the Jobcenter to find jobs, the Jobcenter itself had to be found by PR professionals.

The following search engine optimization case study illustrates how TopRank® Online Marketing helped secure targeted keyword rankings for the PRSA Jobcenter, leading to visitor referral increases exceeding 400%.

Situation:

With over 32,000 professional and student members, the Public Relations Society of America (PRSA) represents the world’s largest PR organization. One of the key resources the PRSA offers to its members is the PRSA Jobcenter, where over 77,000 potential employees are able to connect with a seemingly infinite number of PR professionals of all experience levels.

In September of 2008, the PRSA made the decision to upgrade the architecture of the PRSA Jobcenter, with the objective of improving both traffic via search engine visibility and overall usability for its members.

As a component of its existing search engine optimization and consulting program, the PRSA engaged TopRank® Online Marketing to improve the usability and search engine visibility of its Jobcenter.

Solution:

TopRank® Online Marketing began by conducting an SEO Audit to identify target market keywords that would best meet the needs of candidates searching for specific types of PR and communications jobs.  As a result of this audit, a keyword glossary of popular and relevant terms was created and used to make recommendations to update pages, tags and links.

A component of the recommendations made by TopRank® Online Marketing was the creation of job category pages that offered specific information on the top PR job searches being conducted. TopRank® Online Marketing worked with the PRSA to create an RSS feed for each category, allowing job seekers to subscribe and receive automatic updates.

The new job category pages provided not only targeted content for the search engines to crawl, but also created a seamless connection between the employers and job seekers at the PRSA Jobcenter.

In addition, TopRank® Online Marketing implemented a variety of link building tactics, including the use of a widget, to populate other web sites with PRSA powered job listings.  These tactics provided both direct traffic and signals to search engine crawlers that other topically relevant web sites considered the PRSA Jobcenter a valuable resource.

Results:

Within the first six months of implementing recommendations, total traffic to the PRSA site increased by 20%, while pageviews for the PRSA Jobcenter increased by 40%.

Additionally, visitor referrals from competitive keyword rankings increased substantially.  Referrals from the keyword ‘public relations jobs’ alone, now ranking #1 in Google, increased by over 450%.

“The SEO team at TopRank has been a tremendous partner for improving the search engine visibility of the PRSA Jobcenter. Their work with keyword research, content optimization, code SEO and link building has been instrumental to growing a key business for our organization. I recommend SEO consulting services from TopRank without reservation.” – William Murray, President and COO, Public Relations Society of America (PRSA)

Many companies launch corporate blogs taking into account only what the blog should do for them, rather than what they should do for their blog.  This can lead to blog posts being published sporadically, without the support of a consistent messaging strategy or editorial calendar.  Ultimately, this makes it extremely difficult for the blog to support overall company objectives.

The following case study features a blog marketing tactic developed by TopRank® Online Marketing for B2B marketing software provider Marketo that helped guide blog messaging, increase blog keyword traffic and improve blog referrals to the company’s website.

Situation:

Marketo, a leader in B2B marketing automation software, helps marketing and sales teams drive revenue and improve marketing accountability through email marketing, lead nurturing and lead scoring capabilities.  Founded by B2B marketing experts, Marketo lives up to its reputation as a thought leader via regular posts to the company’s Modern B2B Marketing blog.  Marketo engaged TopRank® Online Marketing to develop a blog marketing strategy that would increase priority keyword referrals, build search engine traffic and increase company awareness. This tactical case study highlights one of the tactics in support of the overall content marketing strategy.

Solution:

As part of an overall blog marketing strategy, TopRank® Online Marketing introduced the idea of reaching out to other thought leaders in the B2B marketing industry.  Insight gathered from these notables was shaped into keyword optimized blog posts that made up the “B2B Marketing Thought Leader Interview Series.” TopRank researched prospective interview subjects, constructed keyword rich and topically relevant questions, pitched and secured interviews, published and then promoted the interview blog posts.

Results:

The B2B Marketing Thought Leader Interview Series resulted in:

• Increase keyword referrals to the Modern B2B Marketing blog by over 60%
• Increase organic search traffic to the Modern B2B Marketing Blog by nearly 50%
• Increase referrals from the blog to the Marketo company website by over 140%

Many companies, large and small, are struggling to discover the best way to begin social media marketing efforts. This case study features a small business social media marketing effort with TopRank Online Marketing and online games site, Smartkit.

Situation:

Smart-kit.com is a website dedicated to providing readers with intriguing content, puzzles and games that engage and exercise the brain. Founded by a board-certified neurologist, Smartkit’s goal is to help its readers have fun while exercising their brains. The business model of the web site is based on advertising and game sales.

Shortly after the website launched in the summer of 2006, Smartkit engaged TopRank Marketing to increase awareness, build search engine traffic and provide blog strategy consulting.

Solution:

To help increase visibility for Smartkit within the search engines and to increase monthly visitors to the website, TopRank Marketing’s first step was to develop and search marketing and blogging strategy.

TopRank Marketing conducted a code and template analysis of the site, keyword glossary research, and made recommendations for content optimization to include optimized title tags, meta descriptions, and on-page copy. TopRank’s Blog Marketing Consultants created and optimized a new site design for Smartkit that emphasizes its focus on providing the audience with new and entertaining online puzzles.

In addition to a search marketing program, TopRank Marketing has worked with Smartkit to develop a social media marketing strategy in order to build brand awareness, attract traffic and links through a combination of social network participation, submissions to blog & RSS directories and engagement with other online game web sites.

Results:

As a result of TopRank Marketing’s SEO and social media marketing efforts, more than 40% of the site’s overall traffic comes from the search engines while over 30% of the traffic comes from Smartkit’s online game social network participation and promotional marketing channels. Since starting work with TopRank Marketing in June of 2006, unique visitors have grown by 4,400%!

Smartkit continues to develop intriguing and fresh content to engage visitors and keeps them coming back for more. Because of an emphasis on fresh content and promotion, Smartkit averages over 300,000 page views each month.

“I just wanted to take some time and tell you how pleased I am with the outstanding job you’ve done marketing and growing the Smart Kit website. In under 2 years time, the site has reached close to 150,000 unique visitors/month, and I don’t think this would’ve been possible without your help. Your team’s passion, expertise and attention to detail has been instrumental in not only exponentially growing site traffic, but also in building a brand, and furthermore creating & maintaining a technically advanced, attractive, and “sticky” website that has run almost flawlessly from day one. As you know, this is no small feat.  My deepest thanks to you and the entire TopRank Team.”
R. Kaplan, Smartkit

TopRank Online Marketing continues to provide Smartkit search engine optimization, link building and social media marketing services for improved internet marketing performance.

To help existing and potential customers learn about the types of services TopRank Online Marketing offers and the impact we can have on your bottom line business growth, TopRank is featuring selected case studies of client digitial marketing programs. TopRank services include: SEO, Social Media Marketing, Digital Public Relations, Email Marketing and Blog Consulting. Not every client engages all services, but understanding unique situations, TopRank’s marketing recommendations and the results, will help our readers make better decisions about their own internet marketing investments.

Situation:

J&O Fabrics Store, one of the largest fabric stores in New Jersey, provides a variety of retro and novelty fabrics for quilting, tapestries, draperies, and upholstering. A traditional, family owned brick and mortar store, J&O Fabrics made the decision to launch a website and online store in 2004 to increase brand awareness and sales.

Shortly after the website launched, J&O Fabrics engaged TopRank to optimize the jandofabrics.com web site to increase visitors on search engines looking to buy fabrics online.

Solution:

To help the newly launched website gain visibility online and drive qualified traffic, TopRank implemented a search engine optimization (SEO) program targeting retailers, wholesalers, quilters, furniture upholsterers, and seamstresses across the United States.

The TopRank search engine optimization program (SEO) for the jandofabrics.com site included:

• SEO strategy development
• Keyword analysis and research
• Template and database optimization
• Audit of site architecture and server side issues
• Content optimization 
• Content creation recommendations
• Ongoing link building
• Fabric blog optimization & promotion
• Ongoing content promotion
• Web analytics review and reporting

With over 40 years of experience in the fabric business, J&O Fabrics had a wealth of knowledge to share with its customers. TopRank Online Marketing implemented a company blog enabling J&O Fabrics to speak to and interact with its customers by archiving its newsletter online as well as offering unique fabric ideas, tips and tricks of the trade.

Results:

As a result of TopRank’s search engine optimization efforts, the J&O Fabrics website and blog now have over 60 top ten rankings for competitive keyword phrases across the major search engines. Here are a few top ten Google ranking examples as of 03/02/09:

• “fabric”
• “discount fabric”
• “fabric store”
• “disney fabric”
• “sports fabric”
• “novelty fabric”

Organic referrals from the top search engines account for over 80% of traffic for J&O Fabrics, resulting in an increase of unique visitors to both the website and blog by 214% since August 2006.

The J&O Fabrics blog continues to be a top traffic driver for J&O Fabrics, averaging over 10,000 unique visitors each month, by offering new and unique content to engage visitors.

“We’ve worked with TopRank for over 5 years. The SEO recommendations and consultation from the TopRank team have helped us far exceed our goals and expectations for the J&O Fabrics web site. I highly recommend TopRank for SEO or blog marketing services to any business that needs to get the most out of their marketing budget.” 
Ryan Safady, Owner J&O Fabrics

TopRank Online Marketing continues to provide J&O Fabrics ongoing search engine optimization, link building and blog promotion services for improved search engine performance of the jandofabrics.com web site.